“If I had asked the people what they wanted, they would have told me faster horses” — Henry Ford, inventor of the first horse-less automobile.
6 digital product design principles Yoda might live by
Greg Becker
2498

Even in Ford’s statement, people did tell him (hypothetically) what they wanted. The Job To Be Done was to go faster. How to get that job done is not what the user can tell you. That is the innovator’s job.

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